I summarized all the powerpoints from Canvas and put them in one document, CH1-CH7. There are also examples that were cited in the lesson. The summary is complete! I passed with distinction.
H1: Intro
1: Evolution of the web
Syntactic web Social web Semantic web Meta web
2: Digital marketing mix
PESO-model (ideale marketingmix is in het centrum)
3: A variety of consumers
Different targetting:
- Baby boomers
o Financially stable
o Less influenced by peer pressure
o Loyal to brands
o Optimistic
o Email marketing/direct mail (it seems personal to them)
o Maintain trust, deliver on promises
- Generation X
o Values flexible work arrangements (working from home)
o Independent
o Self-reliant
o Tech-savvy
o Coupons, loyalty programs
o Show tangible results and quality service
- Millennials
o Values experiences over things
o Innovative, likes change
o Work smarter, not harder
o Social-cause driven
o Multi-taskers
o Tech-savvy
, o Make your products/services an experience
o Align your brand with a social cause
- Generation Z
o More tolerant of others
o Entrepreneurial mindset
o Technology dependent
o High etnic diversity
o Skeptical, less trusting
o Social-cause driven
o Embrace multiculturalism
o Use digital video in your advertising
4: The customer journey
See – think – do – care
See (awareness) Think (oriëntatie) Do (actie/kopen) Care (loyaliteit)
The new customer journey:
Stimulus ZERO moment of truth First moment of truth Second moment of truth
Television ad Compare pizza deliverers online Order pizza Eat pizza
Quiz
1. Which of these terms is not a step within the customer journey?
o Retention
o Advocacy
o Digital transformation
o Awareness
2.
, o Webtype: social web
3. I am tolerant towards other people. I follow a few influencers, but I want them to be very
authentic. I most probably belong to generation...
o Generation Z
4.
o Syntactic web
5.
o Semantic web
6. The customer journey is a series of touch points of digital contact between a brand and its
prospects/customers.
o False: it’s a series of digital AND physical touchpoints
7. I am a freelance copywriter. For me, having the flexibility to work how and whenever it fits
my schedule is great. I most probably belong to generation ...
o Generation X
, 8.
o Meta web
9. I don't care so much what other people think of me. Since 20 years I am a big fan brands like
'Prada', 'Mercedes' and TUI. I most probably belong to generation...
o Babyboomers
10. When I give a present to a friend, I prefer gifts to be an 'experience' rather than a
materialistic good. I don't work overtime, but my boss knows I work efficiently. I most
probably belong to generation ...
o Generation Y
5: Digital (r)evolution
As consumer you had no power Now the customers are connected with the companies
Web 1.0: Syntactic web
- World Wide Web
- Gigantic library
- Static information
- ‘Read only’: consult and download
- 1 way communication
Web 2.0: Social web
- Social web
o Connect people
o Arrival of blogs, social media and streaming
- ’Read - write’
- Interaction and user empowerment
o From passive to active user
o Create and upload of content
o 1st community: share content and interact with other users
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